Digital marketing is something that brands need to put at the forefront of their B2B marketing efforts. The digital transformation has happened. Society is mobile, and your potential customers rely on online content to make buying decisions. B2B sales can be generated through digital marketing as these advertisements are typically shorter and make a stronger impact.
Increased marketing budgets and visibility on multiple digital channels is a starting place. The steps taken afterwards, including follow-ups, help close the deal.
Your Customer Journeys Have to Evolve with Technology
B2B companies are focusing more on providing marketing campaigns to mobile audiences. Businesses, just like individual consumers, spend more time online than reading documents. Visualizations and infographics do a better job of communicating than black and white statistics. This isn’t to say you should adopt every new trend – though live-streaming and B2B videos are both proven options – but you do need to start adding visuals to your sales process.
Using PPC to Nab B2B Buyers
Businesses use social channels as much as consumers do. That being said, investing in PPC marketing through an Instagram or LinkedIn profile produces higher conversion rates. (You can buy social PPC ads without having a presence on the platform, but it’s not recommended. Potential customers want the social proof provided by a genuine, active profile – and they’ll skip on by if you’re not doing at least a minimum effort.) By connecting with businesses on these channels, you are marketing to them too.
Pay-per-click (PPC) campaigns also provide helpful data for B2B sales teams to analyze success in conversion through indirect B2B marketing via social media. The types of B2B PPC marketing practices that should be considered include invitations to innovative industry webinars, short video product announcements or presentations regarding why a product/service is valuable to a business.
Ad Retargeting for B2B
One thing that many B2B marketers neglect to do is retarget advertisements. You can recycle advertisements and tweak them to make the material appropriate for B2B interactions. In the digital world, making simple changes to text, removing background music or changing statistics takes only a few minutes.
B2B marketers can be proactive right from the start and create multiple versions of a campaign to solely market to specific audiences as well.
Lead Generation Services
Without a good number of leads, your B2B sales numbers may drop. Consider using a lead generation service to boost your potential client pool. You are provided with a list of relevant leads and your sales reps have the opportunity to convert cold-calls into sales and standing agreements.
Affiliate Marketing for B2B
Affiliate marketing is vital for making B2B connections. This is a little tricky in the B2B world. The idea is to connect with industry-related brands and those that assist the parent industry. When two companies work together, in a shared profit situation, it creates the opportunity for more leads from existing relationships. Those leads often convert to sales and referrals, so affiliate marketing is worth including as another sales channel in your overall strategy.
Pay for Extra Promotion on Social Media
Social media channels, like Facebook, offer an advertisement boosting option for a small fee. What this does is display your marketing advertisements to a wider variety of users. You can – and should – customize the audience that will see your content, whether industry-specific or by business type.
The small fee increases your audience and increases B2B leads. The digital advertisements should tell businesses exactly why your product or service will enhance their bottom line.
Impress through Technology
Brands tend to try to keep up with one another on technology. One way to impress customers is to use technology to help show off your product. Forget sending printed packets of material in advance, send a link to an introduction video or short webinar instead. Not only is this more convenient, but it is also forward-thinking with regard to the future of B2B marketing and sales.
Automate Email Marketing Campaigns
Automation is important when you are a B2B marketer or salesperson. A simple email autoresponder indicating receipt of an email along with an ETA for response is better than an announcement on a webpage stating that email responses will be delayed. It is reported that 55-percent of B2B marketers are not using email and marketing automation software.
If 20 email inquiries come in after releasing a digital marketing campaign and absolutely no acknowledgment of reception is sent, it leaves a bad taste in the mouths of buyers. Make optimizing your automation software a priority.
This software will also provide deeper insights into how your B2B emails are performing – are people opening them? Are they clicking through? Are short messages best for your audience, or is longer messaging a better fit? Experiment with different styles, subject lines and send times to determine the best practices for your particular audience.
Invite businesses to engage with you through your digital channels – and provide timely responses to inquiries. Reach out to businesses within your sector with digital campaigns rather than lengthy written reports. These measures will entice more brands to inquire about your brand’s product or service, leading to more direct B2B sales.
Digital marketing for B2B is as important in your overall strategy as mobile and content marketing. Disregarding one area leaves the door open for other B2B sales teams to swoop in and lock down contracts before you can.
What digital marketing strategies for B2B have worked for your company? And which ones are you excited to try next?